The first Bollywood DVD to have audio description was released in the UK in April 2010.
The audio description is an optional audio track on the mainstream DVD, which can be purchased through the usual retail outlets.
RNIB working with Eros
RNIB worked with Eros International to achieve this milestone after our research amongst blind or partially sighted people of Asian origin found that over 70 per cent of respondents were more likely to watch Bollywood films if AD in Hindi was provided.
Head of International Distribution at Eros International, Pranab Kapadia, said "We are extremely excited to join hands with RNIB and present the first of its kind, DVD of the epic 'Veer' with Audio Description, for blind or partially sighted fans of Indian cinema. We strongly believe in our social responsibility and this is our humble attempt in initiating a step that we believe will benefit consumers largely".
Comments
Stephen King, RNIB Director of International Affairs says: "RNIB has worked with the Bollywood industry to bring the benefits of audio description to new audiences. The decision by Eros to include audio description on its DVD release is momentous, transforming the experience of blind and partially sighted Bollywood fans watching films at home, not just in the UK but internationally. Our research tells us that fans want AD on Bollywood films and RNIB hopes that other distributors will follow the lead of Eros."
Film fan, Naseem Rehman, from Coventry says: "I love Bollywood films, but I don't often go to the cinema because I find it difficult to follow all the action on screen. I've also got three young children and having audio description on DVDs that I can enjoy at home with my boys will be fantastic. I'll be able to watch with them and know what they are seeing too, without needing someone to explain the action to me."
Bollywood project
RNIB's Bollywood Audio Description project established that there is a strong demand for audio described Bollywood films, amongst blind and partially sighted people, in the UK and India.
DVDs with audio description
Many films are now being released with an optional audio description track on the mainstream DVD which can be purchased through the usual retail outlets. Thsi is the first for Bollywood.
For a list of titles with an audio description track, download our list of DVDs with audio description (Word, 90KB).
Further information
For more information about this film release or the Bollywood audio decription project contact audiodescription@rnib.org.uk or telephone 020 7391 3270.